- Brand Building
- Employer Branding
- Design
- Strategy
MHA HTX
National SecuriTech™
Shared mission: securing Singapore’s future as the safest place on planet earth
A new statutory board within Singapore’s Ministry of Home Affairs, HTX, needed to unify employees around a visionary shared mission whilst attracting science, securing Singapore’s future as the safest place on planet earth’ emerged.
A new statutory board within Singapore’s Ministry of Home Affairs, HTx needed to unify employees around a visionary shared mission whilst attracting science, technology, and engineering talent to a noble cause. Engaging multiple stakeholders within this newly created entity formed the basis of an employee brand value proposition, elevating science and technology careers into a higher calling around Singapore’s societal security.
Best Visual Identity from the Public Sector – Gold
Best creative strategy – Bronze
“We really liked the work that Sedgwick Richardson team delivered. They’re experts in pulling together thoughts, ideas and information, and strategically unifying them into a compelling brand story that not only resonates with us, but also sounds elegant and authentic. They are also able to distil all these ideas and translate them into beautiful brand elements that we have now come to identify ourselves with. I will recommend the team any day.”
Outcomes
1. Uniting employees under a visionary shared mission
2. Attracting science, technology & engineering talent to a noble cause
3. A dynamic identity built to scale and evolve
Exponential impact
Framing within the nation’s homeland security context, a bold brand purpose of ‘Securing Singapore’s future as the safest place on planet earth’ emerged. Supported by a series of aspirational messages that highlighted the ‘(e)x-factor’ of the brand. The brand narrative leveraged the visual and verbal language of the science and technology industry and inspired a dynamic identity.
Experiential empowerment
The HTX brand came to life in workplace environments and came ‘alive’ on innovative and autonomous equipment. This cool-tech element serves to inspire young aspiring scientists and empower them with the mission-critical national role of HTX.
Launch day
On December 2nd, the HTX brand was officially launched by Prime Minister Lee Hsien Loong as the tenth entity within the Ministry of Home Affairs and signified another commitment to its brand purpose of securing Singapore’s future through technology and innovation.
